Chevron's plan for the “We Agree” offensive was first leaked to Amazon Watch over a month ago, when ecologist blogger Lauren Selman received a casting call to appear in one of Chevron's new split-screen television ads. Selman used the information she gathered to help Amazon Watch, the Rainforest Action Network, and the Yes Men pre-empt Chevron's insulting PR campaign. (Read Selman's blog post here.)

Another leak came shortly after, when Chevron's ad agency, McGarryBowen, asked DC street artist César Maxit if he could help wheat-paste the new Chevron posters. Instead, Maxit sent the Chevron files to the Rainforest Action Network and helped build their campaign. (See video here.)

The activists' continuing efforts are ensuring that Chevron's PR strategy backfires severely, as media continues to highlight Chevron's poor environmental and human rights record. That's exactly the point, say the activists: to raise public awareness around Chevron's abuses in Ecuador and elsewhere, and ultimately force Chevron to do something about them.

Coming soon: a billboard alteration kit for making Chevron's real-world “We Agree” ads better, an automagical “We Agree” poster generator, online resources for producing video parodies, and more! The contest will end in late November, and voting on entries will begin next week. Very special prizes will soon be announced.